Who is Mino, the South Korean Rapper Who Stole Louis Vuitton’s SS20 Show?

Virgil Abloh held his SS20 Louis Vuitton show in Paris yesterday and, unsurprisingly, celebrities were out en masse. Dev Hynes and Italian model Malick Bodian were on the runway, while the likes of Frank Ocean, Gigi Hadid, Skepta, and Lewis Hamilton dotted the front row.

But it was the involvement of a South Korean rapper called Song Min-ho, aka Mino, that really got tongues wagging, sending social media into a frenzy.

The 23-year-old, who is also one quarter of K-pop boy band Winner, is a big deal in South Korea and to streetwear aficionados around the globe.

Currently sitting pretty with 4.9 million followers on Instagram, Mino is equally applauded for his sartorial steez as he is for his musical talents, a fact not only reinforced by the infinite clout shots on his Instagram feed, but by the various endorsements the rapper has enjoyed over the years.

Back in 2017, Mino and bandmate Lee Seung-hoon scored a gig as a Burberry ambassadors. Tapped by then-creative director Christopher Bailey, the pair flew out to London two days before Burberry’s Spring 2018 show and were privy to an early collection preview before sitting front row at the show, decked out in the new season’s garms.

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[런던에서날아온편지] 런던에서 차장님과 미남님이 잘 도착했다고🤗 우리 인서들에게도 #위너시티 를 통해서 꼭 소식 알려 달라고 간밤에 소식을 남겨 주셨어요!☺️ #지금은잘시간 멤버들 개인 계정에도 롸맨틱한💐 사진 남겨 주었지만 그래도 #박인서유아쏘스페셜 이니까! 멤버들이 무려 세개의 나라에 떨어져 있어 어쩐지 주고 받음에서 시차가 느껴지지만, 우리 다 마음으로 하나되는 위너시티에 살고 있으니 모두 밥 잘 먹고 건강하게 잘 지내야 해요! 게다가 오늘은 모두의 수고~ 수고! 수고! 수고~ 를 날려버릴 금요일!😍 그럼 멤버들에게 재미나고 즐거운 소식들 날아오면 또 전하러 오겠습니다! #가을엔버버리 #우후훗 #시상에늠잘어울리는것 #온통멋짐 #차장님은잠을뒤척이셨고 #단체방엔아무도없었다🙋🏻‍♂️ #박인서의잠까지 #몽땅가랏 #어제부터말하고싶었습니다만 #미남님가방 #이사날없어지면 #전줄아세요🙊 #거절은거절한다 #사전예고 #HOONY #MINO #WINNER #WINNERCITY #TEAMWINNER

A post shared by winner & winnercity (@winnercity) on Sep 14, 2017 at 10:01pm PDT

Elsewhere, Mino has collaborated with Korean sunglasses brand Gentle Monster on an exclusive pack under the name “Burning Planet.” The collection was worn by a myriad of K-pop icons, including rapper Code Kunst. He guest-edited Vogue Korea in December 2018 and was on the cover of Dazed in a trippy shoot that spotlighted Balenciaga’s collaboration with the UN’s World Food Programme.

Having exploded in his own country as a solo rapper after finishing runner-up in reality TV competition show Show Me the Money 4 in 2015, it would seem, with the help of Abloh, Mino has just announced himself to the world in a major way.

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LOUIS VUITTON 얼마 전 서울을 방문하기도 했던 루이 비통의 남성복 디자이너 버질 아블로는 평소 좋아하는 뮤지션을 꾸준히 런웨이에 내세우고 있다. K-Pop 아티스트로서는 최초로 모델로 선 송민호의 워킹. #louisvuitton #virgilaibloh @realllllmino

A post shared by 데이즈드 코리아 DAZED KOREA (@dazedkorea) on Jun 20, 2019 at 6:44am PDT

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